The Strategic Campaigning for Affordable Housing in Stratford

The Strategic Campaigning for Affordable Housing in Stratford is a lead generation and event marketing project I worked on with the Stratford Affordable Housing Alliances (SAHA).

SKILLS

Email Marketing, Campaign Management, Lead Generation, Client Interaction, Copywriting, Content Strategy, Project Management, Event Marketing, Social Media Strategy

SOFTWARE

MailChimp, Eventbrite, Canva, Meta Business

OVERVIEW

SAHA (The Stratford Affordable Housing Alliance) is a burgeoning, volunteer-run, grassroots group of concerned Stratford activists and residents, collaborating with local advocacy groups, housing experts, and other organizations to create Proportionally Mixed Income (PMI) Affordable Housing in the Stratford Perth area. they believe, in keeping with Canada’s National Housing Strategy (NHS) Act, the International Covenant on Economic, Social and Cultural Rights (ICESCR), and the 1948 Universal Declaration of Human Rights (Article 25), that suitable and affordable housing is a human right to which all our residents are entitled.

I was contracted as a campaign strategist for this project to design a campaign strategy that establishes SAHA’s online Presence and also engages the community in their mission of creating an affordable housing Community Land Trust (CLT) in the Stratford area. These Objectives and Goals will be tailored heavily towards their existing campaign of #SaySomething.

Key objectives of the project include

Establishment and Branding of Social Media Platforms

I created the organization’s social media pages across multiple platforms, this was a cohesive, optimized, and branded profile across key platforms to introduce SAHA to a wider audience.

In addition to this, an In-depth social media Strategy and guidance were provided for the social media students in charge of the organization’s social media management, to which I utilized my people management skills by carefully working and liaising with the students.

Collaboration and Promotion

Liaised and worked alongside several partners an allies to amplify their message and why they believe in the organization value. This includes coming up with content for their respective channels to announce the partnership and interest in Stratford Affordable Housing Alliances goals and aim. Some of these allies includes: Rehousing.ca, The Local Community Food Center, Freedom Coop and the National Farmer’s Union.

Event Marketing and Lead Generation

During the course of the project, we needed to create awareness for the upcoming Community Land Trust events and getting more people within the Stratford community to sign the petition.

We commenced the first phase by creating offline marketing tactics (OOH), which includes creation of posters and fliers that was placed in strategic positions like the community libraries and bus stops. Each Posters contains a QR code that leads to the petition landing page and alo the event registration portal which was hosted on EventBrite.

Moving forward, with the utilization of mailchimp, I crafted several newsletters informing the the subscribers and urging them to tell their friends and family about the petition and Stratford Affordable Housing Alliances as a whole – This was achieved by starting a #TellAFriend campaign.

Results

  1. 97% of the community Land Trust tickets sales.
  2. Over 110% petition sign ups achieved
  3. Averages 32% Open rate for the Neswletters
  4. Averages 8% Click ThroughRate for the Newsletters